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Business-to-Consumer Marketer
You're about to launch a new outdoor apparel line and
you need to develop a strong on-line program to generate
sales for your e-commerce division. Where do you start?
You access the AdKnowledge System,
the sites and networks that attract your key audience, set up, target,
traffic, serve and manage your campaign. Once you have determined your
media buy, you decide to outsource the campaign management function and
use the AdKnowledge Optimization Services. This allows your staff to
concentrate on other business priorities while you have the confidence your
campaign will be continually monitored and adjusted for maximum results.
You'll also receive recommendations for changes to the media plan so your next
wave will be even more efficient.
In addition
to that, you contact Engage Media and they put together
a plan to find your audience across their network. They
start with an Optimized Run-of-Network campaign and
use the Audience Insight option to identify the profile
characteristics of responders to your offers. You'll
use Audience Profiling to target them in your next campaign.
How did your campaign perform based on your goals?
Because you used the AdKnowledge System to manage
campaigns, you have access to detailed, closed-loop performance and
data mining reports through the AdKnowledge eAnalytics services.
You find that the Engage Media campaigns exceeded your
revenue goals.
Some marketers would stop there, but you've already
taken the next step and contacted Engage I/PRO services
to analyze how your customers are interacting with your
site. Based on the analysis, you find that visitors
from the Northeast United States are much more likely
to purchase products from your hiking line. Using your
Engage Enabling Technologies ProfileServer software,
you look up profiles of visitors to your on-line outdoor
apparel store and show them a special hiking gear page
if they are from the Northeast or if they have shown
an interest in hiking in the past.
I wonder what you'll accomplish next week?
For more information on Engage business-to-consumer
offerings, visit the Engage divisions listed below:
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